The NRA’s new ad, released today, attacks President Obama as an “elitist hypocrite” and even brings his daughters in the debate.
And it’s sure to fire up both sides on a day when the White House is expected to release its agenda on gun control; but even some GOP strategists say the organization’s aim is way off the mark in this one, and criticizing it as a questionable strategy.

And the White House — in a response just released according to AP — calls the spot “repugnant and cowardly.”

Take a look:Take a look:

“Are the president’s kids more important than yours?” the ad asks. “Then why is he skeptical about putting armed guards in our schools..when his kids are protected by armed guards in their schools?”

With a photo that includes California U.S. Senator Dianne Feinstein, the ad closes on the announcer saying of Obama:
“He’s just another elitist hypocrite when it comes to a fair share of security,” it says. “Protections for THEIR kids, and gun free zones for ours.”